MLB yesterday held a press conference in St. Louis to announce an array of initiatives in and around the July 14 All-Star Game at Busch Stadium, led in part by a new relationship with People magazine in which the two organizations will conduct an "All-Stars Among Us" campaign. The national effort, extending People's existing "Heroes Among Us" franchise, will recognize 30 fans for making charitable and community service contributions. The group will be selected in part through nominations entered at peoplecmg.com and then recognized at the All-Star Game, with one ultimately profiled in the magazine. Other All-Star charitable efforts planned under the theme of "Going Beyond" include the donation of nearly $5M in revenue by MLB and the Cardinals from the July 13 workout-day events to a variety of local and national charities, and a July 11 free concert under the Gateway Arch that will benefit Stand Up To Cancer. The concert follows on last year's Central Park event, with Bon Jovi to serve as a leadoff to the All-Star Game events. MLB also released ticket pricing for the All-Star events in St. Louis, with prices ranging from $100-360 for the game, $75-335 for the workout day/Home Run Derby, $25-175 for All-Star Sunday, and $30 for adults and $25 for children for the MLB All-Star FanFest. FanFest ticket prices are the same as last year in N.Y., while pricing for the other events is down considerably, as expected (Eric Fisher, SportsBusiness Journal).

HIP HIP, JORGE: Yankees C Jorge Posada, his wife and People magazine Managing Editor Larry Hackett appeared on NBC’s “Today” this morning to promote the “All-Stars Among Us” campaign. Hackett said, “You’re taking two great American traditions -- People magazine and obviously (MLB) and the All-Star Game -- and we decided what a great way to have folks vote on who they think are the great heroes in their neighborhood.” Posada's son suffers from craniosynostosis, and Posada said he created his self-named foundation charity the fight the condition. Posada: “We have helped a lot of kids with the same condition” (“Today,” NBC, 4/23).